3 Reasons to Focus on SEO Marketing for Your Brand
The views expressed are those of the author and do not reflect the views of Rolling Stone editors or publishers.
Increasing your exposure on search engine results pages (SERPs) is a worthwhile endeavor. Many people use major search engines like Google and Bing to discover new brands. According to the results of SEO analytics software Moose, “66% of individual search queries resulted in one or more clicks on Google results.”
Ultimately, SEO is one of the best marketing channels to improve your return on investment (ROI). Data speaks for itself: According to Statista, SEO has been the most lucrative form of marketing in the last four years – even topping content and email marketing.
That’s why brands should prioritize SEO in their marketing efforts. Similarly, brands with in-house marketing teams should actively implement SEO-related marketing channels. Before we jump into the details, it is important to first understand what SEO means.
What is SEO?
SEO, which is for search engine optimization, is the process of increasing the amount and quality of traffic to a website through organic search engine results. SEO surrounds the relationship between a brand and a major search engine. Basically, brands link up with leading search engines in order to establish their reputation as an authoritative source of information, especially when it comes to their industry.
There are effective, proven and practical ways to increase visibility in major search engines. In fact, many of these steps are free and easy enough, even for beginners. Why is this so important though? Here are three reasons why you should focus on SEO for brand marketing.
1. SEO increases visibility in search engines and increases user awareness.
Spending time on SEO strategies – no matter how basic or innovative – gives your brand a web presence that is within your control. If your brand is new to SEO, it’s a good idea to link your URL to Google Search Console and Bing Webmaster Tools. From here, you can wet your feet and familiarize yourself with the SEO data related to your website. These programs help you learn what specific keywords and phrases people type or speak in search engines to find your brand’s website.
Furthermore, while many people are looking for brands that may already have existing customers, SEO increases visibility for new and potential customers. A brand’s search engine visibility can be improved based on location. For example, an Atlanta-based dispensary brand could be refined to appear in “Atlanta Dispensary” results.
Although many experts will claim that SEO marketing can be done without media awareness, I basically disagree as an expert on both SEO and public relations (PR). When you build relationships with reputable journalists who write for reputable news organizations, their reporting appears and can appear in search results. These results are organic, meaning anyone can help boost your brand’s ranking in interviews or reference searches. While enhancing your search results helps you reach more potential customers, reliable news coverage keeps you moving forward. Of all Radar, including other journalists who may write about you in the future or even investors looking to fund new projects.
2. SEO is easy to implement.
Even if you’ve never done anything with SEO marketing for your brand, getting started is easy. Even a small effort can be worth it.
Instead of hoping that search engines will naturally work in your favor, brands can take simple steps to ensure visibility. Even if a brand is already notable and is gaining traction in search engines without any planning, integrated strategy, these tips will still be helpful. Here are some practical steps.
1. List your website on Google, Bing and any other engine you want.
2. Research simple initial keywords.
3. Add a “press” page to your website.
4. Coordinate all your social media with your website so that it is in one place.
5. Add meta tags.
Beyond the basics, I would suggest that brand leaders collaborate with an established marketing firm to develop a long-term, data-driven SEO strategy.
3. SEO is exceptionally cost effective.
You do not have to pay to be listed in the major search engines. Google, for example, crawls – or scans and reads – adds websites several times a day for new and credible information and reflects it in the results pages.
That’s why SEO is a free form of marketing compared to paid advertising in magazines, billboards and beyond. Although specialized SEO software can be expensive, the basics are completely free. Also, because of the low overhead costs, hiring an SEO marketing team will usually be less expensive than traditional print media – or even social media marketing campaigns.
Learn the basics of SEO, get search engine rewards.
Implementing SEO is very easy in marketing your brand. To do the basics, you don’t have to be an expert. Any marketing professional can learn from scratch and gain some knowledge in a short time by applying resources for free training and use.
However, keep in mind that as search engines are constantly changing their algorithms, marketing teams need to constantly monitor the latest trends, tips, tricks, data, etc. as it relates to SEO. Brands without the ability to do SEO marketing internally should consider partnering with an experienced SEO firm to do so on their own. In the meantime, get the fix.